The Power of Design Vision Prototypes in Achieving Product Success and Team Alignment
In the dynamic landscape of modern enterprise, the challenges of achieving alignment and progress between teams are all too familiar. In this article, I would like to take you on a journey of VMware’s Tanzu design team, a journey marked by ambiguity, setbacks, resilience, and the ultimate discovery of the transformative potential of design vision stories and prototypes in steering product success and fostering team cohesion.
From Waterfall to Product Design Vision: A Paradigm Shift in Enterprise Innovation
Once referred to as the “waterfall” approach, the idea of design vision has transformed into a driver of innovation. Unlike conventional methods, design vision doesn’t confine itself to a linear path; rather, it ignites innovation by providing alignment and an efficient and flexible roadmap ahead. In an era where organizations are embracing agility, the demand for clear guidance and a shared purpose has never been more essential. This is particularly significant as According to the Journal of Engineering Design, it is often more efficient and cost-effective to modify a design prior to development rather than iterating on an already-built product. Once a product is translated into code, making fundamental changes to its underlying structure or altering its trajectory becomes significantly more challenging and resource-intensive.
Ludwig Wittgenstein’s philosophy, “The limits of my language mean the limits of my world,” resonates in the enterprise context. Aligning diverse minds and departments requires more than words — it necessitates a visual representation that transcends individual interpretations.
The Nexus of Ambiguity: A Challenge For The Tanzu Design Team
In this tale, the Tanzu design team confronted a daunting challenge. Their executive leaders presented an ambitious vision — crystal clear in their minds but shrouded in ambiguity for the rest of the team. The issue was that it allowed each person to extrapolate the articulated verbal vision in their own direction, based on their interests. This gap between aspiration and execution is all too familiar in large organizations. Striving for rapid execution while harmonizing diverse expertise often results in conflicting points of view and a mountain of intricate documents that try to take the high-level shared information and make it relevant and actionable for their area of interest (based on discipline and area of responsibility).
The introduction of “One Tanzu” — a consolidation of multiple products into a cohesive offering — spurred a whirlwind of discussions, confusion, and cross-functional tensions. Teams contemplated whether to start anew. Alternatively, they considered building upon existing product foundations. If the latter, which product would prevail and house the other products’ functionalities? The path ahead seemed hazy, casting doubt on the value of recent efforts.
Design Vision: A Beacon of Clarity and Unity
In a pivotal moment of realization, the Tanzu design team recognized the pressing need for clarity and identified that a design vision prototype would be the cornerstone of the ‘One Tanzu’ vision’s success. The prototype would translate abstract ambitions into a tangible, shared objective. It would unite the team and provide a concrete path forward. However, this pursuit of a design-led approach and positioning it as such, was a road less traveled within VMware.
The Tanzu product design team’s decision was bold, driven by conviction: Proceed with a vision prototype or not at all. In an enterprise where such a departure from the norm was rare, the design team stood resolute, knowing that this visual beacon was indispensable for their journey.
The Transformation: From Dismissal to Revelation
Presenting the idea to the Tanzu cross-functional leadership yielded resistance — a claim that a vision statement already existed. Yet, this assertion was met with a gentle yet assertive counterpoint: a vision statement is not a vision prototype as so eloquently pointed out by Wittgenstein, a written statement is often not sufficient to achieve a shared outcome. The distinction lay in the tangible, visual narrative that would bridge gaps and lead to coordinated actions and a focused execution alignment.
Fuelled by the team’s determination, the design vision prototype took form. A swift yet comprehensive review of sprawling documents paved the way for a preliminary prototype. When the design team unveiled the amalgamation of products into a seamless experience to the general manager, it became clear that this was a transformational moment for VMware Tanzu and VMware Design. The reaction was electric, a complete reversal from the prior meeting. The prototype provided an instant visual grasp of the “One Tanzu” vision, igniting enthusiasm across the board.
Collaboration, Iteration, and the Birth of a Tangible Vision
With the prototype’s success, collaboration cascaded, transcending prior boundaries. PMs, architects, and designers converged to formulate the “One Tanzu” narrative. Workflow scenarios were distilled into engaging prototype screens, narrating the collective product experience. The design team, with newfound vigor, embarked on a 4-day sprint, producing a staggering 64 interconnected Figma Artboards! Due to these efforts and achievements, the prototype became a centerpiece of the “One Tanzu” offsite.
The Unexpected Twist
Naturally, for those of us familiar with the workings of an enterprise, stories like the one just shared are seldom linear, and this one is no different. A day after the design vision was presented the narrative took an unexpected twist — One Tanzu was to be integrated with another product, from another business unit, Aria. Fortunately, this curveball was met with resilience, reflecting the adaptability that a shared vision prototype had instilled in the team.
The disappointment about seeing all the work we had done going out the window was visible to all. Still, the impact of our efforts was undeniable. The prototype had reshaped discussions, shedding light on the path forward. The journey continued, with expanded teams now aligned to craft a combined vision for Tanzu inside “Aria Hub.”
The Culmination: Unveiling the Vision Prototype
Months of dedicated effort culminated in a design prototype that epitomized collaboration, resilience and shared vision. The design teams of both Tanzu and Aria, along with cross-functional partners, cross-business units, and senior leadership, joined forces in a collaborative symphony. The culmination of these endeavors unveiled a narrative spanning multiple products within Tanzu and Aria, now aiming to operate as a single cohesive entity which was eventually renamed to “Tanzu Hub.”
The 13-week journey, involving 34 individuals, workshops, and iterations, was an arduous yet transformative ordeal. This intense process fostered a resilient and innovative collaboration, weaving strong connections among the different teams. Beyond the comprehensive vision prototype, this experience became a cornerstone for collaboration, shaping how challenges were approached collectively. The bonds formed during this endeavor are poised to propel teams forward, leaving an enduring impact on the organization’s culture and future projects.
Conclusion: From Ambiguity to Clarity, Towards Unified Success
I am hoping this story underscores the profound significance of design vision prototypes in effectively navigating complex enterprise challenges and fostering alignment within teams. It extends beyond the realm of mere design, encapsulating the power to transcend the limitations of language, facilitate shared understanding, and bring a collective vision to fruition. Within an ever-evolving landscape where change is the norm and effective communication can be elusive, a visual beacon emerges as an indispensable asset — much like the prototype in this account — which brilliantly illuminates the path leading to unified achievements and success.
